Posted by: David Kiley on July 13, 2006
Ad agency Crispin Porter + Bogusky is shopping around a low-budget film script that would have a fair amount of Burger King brand integration in that the story is set in an apartment above a BK restaurant.
Now, this is brand integration the way it ought to be. I haven’t seen the script yet, but I can imagine the tone of the film—edgy with an indi feel. Think Garden State or Sideways. The idea is not for the movie to be an ad vehicle, but to stand up as a real movie with Crispin making real money from the project. The Burger King restaurant would be a supporting actor.
Most product placement and integration these days just lays there, or it hits you over the head. The Apprentice projects with, for example, M&Ms and Tassimo coffee makers, come to mind. The episodes of the Donald Trump series were so laden with hit-you-over-the-head product placement that you couldn’t tell where the ads stopped and the story began. That’s not the way to do it.
I’d be surprised if Crispin doesn’t get backing to produce the film. I have a prediction that Lion’s Gate will be the one to step up. But the agency should be willing to produce it and put it on the Net, perhaps in half hour increments if it can’t get feature film distribution. Given the work I’ve seen on Volkswagen and BK from CP+B, I’d watch it on my small screen. And I don’t watch The Apprentice.